An article by Roland Kelts in The Japan Times states that the Society for the Promotion of Japanese Animation (SPJA), the parent organization of Anime Expo, plans to "move beyond otaku/fan culture" and will be integrating "film, gaming, tech, music and other forms of entertainment media." SPJA will open a Tokyo office in 2016 and reveal a new name and logo.

There is no word on how this rebranding may affect Anime Expo, the largest anime convention in North America since 2004. The statement comes just one month after the SPJA announced that Anime Conji is cancelled.

SPJA is a 501(c)6 non-profit organization. Their mission is stated as: "The Society for the Promotion of Japanese Animation (SPJA) is a non-profit organization with a mission to popularize and educate the American public about anime and manga, as well as provide a forum to facilitate communication between professionals and fans. Our primary objectives and purposes are: The promotion of Anime and Manga as well as arts that influence or are influenced by them. To provide common forum for enthusiasts interact. To foster the trade, commerce, and interests of all members of the industry and fandom. To collect and disseminate information of value related anime and Manga industry to the public. To perform such other activities that may be necessary or incidental to the above purposes."